Beyond the game: perceptions and practices of sports sponsorship in German SMEs
ISSN: 1352-2752
Article publication date: 4 August 2021
Issue publication date: 27 October 2021
Abstract
Purpose
The purpose of this study is by drawing on signaling theory to address the need for more investigation into the conceptual underpinnings of sponsorships by investigating and seeking to understand sponsorship objectives, opinions and practices, with a focus on smaller organisations.
Design/methodology/approach
This empirical study contributes to the literature through researched findings from German respondents and a critical evaluation of literature relating to the impact of sports sponsorship on SMEs within local German communities.
Findings
Drawing on signalling theory and extant studies, the following four categories of SME sport sponsorship activities are proposed: value-based connections, social engagement, recognition and bonding.
Research limitations/implications
Sponsor, sponsee and dyadic antecedents have increased in both sophistication and complexity, resulting in expected positive consumer outcomes as the justification for marketing communication investments.
Practical implications
Sponsorship has evolved from short-term philanthropic activities to long-term strategic alliances involving billions of dollars of annual spending globally.
Social implications
SME companies have certain local opportunities that larger multinational corporations cannot replicate.
Originality/value
No study to date has provided researchers with a framework to understand sports sponsorship from an SME perspective. This paper contributes to the theories and practice of sport sponsorship, drawing on signalling theory and extant studies.
Keywords
Citation
Datson, P., Ozuem, W., Howell, K. and Lancaster, G. (2021), "Beyond the game: perceptions and practices of sports sponsorship in German SMEs", Qualitative Market Research, Vol. 24 No. 5, pp. 632-652. https://doi.org/10.1108/QMR-12-2020-0148
Publisher
:Emerald Publishing Limited
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